Understanding Motivation & Intent with AI Quantified Qual Data

Anders Bengtsson

Behavioral science has reshaped how the market research industry is approaching human decision making. Instead of using cognitive Likert-scale questions that lead consumers to provide overly rationalized answers, there are an increasing number of tools and techniques available that can be applied to uncover motivations.

With the advancement of AI technology, we now have the means to quantify “messy” data and develop insights from contextually rich data sources such as text, speech and images.

In this presentation, we cover how some of the new technologies can be used to develop insights for innovation and brand building.

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